The former Liaigre executive will oversee growth and brand visibility in the region
Baccarat has appointed Thais Roda as chief executive officer for North America, bringing in a seasoned executive with experience across interiors, fashion, and luxury operations.
Roda, who most recently served as president and CEO of Liaigre Inc., the U.S. arm of the French design studio, assumed the role on Wednesday and reports to Arnaud Gestin, Baccarat’s global chief revenue officer. She succeeds Adam Banfield, who held the position for nearly three years.
In her new role, Roda will oversee efforts to strengthen the performance and desirability of Baccarat’s crystal collections across retail and wholesale channels, while also deepening client engagement and expanding the brand’s visibility through partnerships. These include extensions of the brand’s universe such as the Baccarat Hotel New York and the fragrance Baccarat Rouge 540.
Baccarat cited Roda’s track record at Liaigre, where she drove revenue growth, improved profitability, and streamlined operations across the U.S. market. Her prior experience includes leadership roles at Marithé + François Girbaud and Pronovias, where she oversaw U.S. operations and business functions.
Laurence Nicolas, global CEO of Baccarat, said Roda brings “extensive knowledge of the luxury and design industries, combined with her strong operational expertise and proven leadership,” adding that her appointment will help reinforce the brand’s positioning and presence in North America.
Roda said she aims to “elevate the client experience, strengthen the brand’s presence, and reinforce the strategic pillars that have made Baccarat an enduring symbol of French luxury.”
North America is Baccarat’s second-largest market after Japan, with approximately 200 points of sale across the U.S. and Canada. The company is planning a renovation of its boutique at the Baccarat Hotel New York this summer as part of its continued investment in the region.
Founded in 1764, Baccarat has expanded beyond crystal into a broader lifestyle offering spanning hospitality, fragrance, and design. Upcoming projects include new Baccarat hotels in Rome and Florence, as well as the recently announced Baccarat Residences in Abu Dhabi.